The event previously known as Rosemount Australian Fashion Week shall henceforth be known as Mercedes-Benz Fashion Week Australia. We’re glad IMG nabbed such a prestigious sponsor (again) but are slightly disappointed we can’t use the RAFW hash tag anymore. RIP #RAFW.Mercedes Benz was the original naming rights partner with the title passed to Rosemount in 2006.

From the presser: “IMG Fashion can confirm that it has reached a multi-year agreement with Mercedes-Benz to become the naming rights partner of the previously named Rosemount Australian Fashion Week, the nation’s premier fashion event, as well as its sister event the consumer-focused Sydney Fashion Festival.”

One thing. We’re fans of the new name and all but surely Mercedes-Benz Australian Fashion Week is more cadent and indicative of what the event actually is. An Australian fashion event sponsored by a luxurious automobile brand and not the Australian branch of some Mercedes fashion show where people make conceptual dresses out of tyres and seat belts. Just a thought.